Attendees may choose to attend one of the four sessions offered during this time.

Fundamentals TrackFun With Dynamic Web SitesWeb pages or product listings stored in a database or a dynamic page assembly system can be "invisible" to crawler-based search engines. Discover solutions to this problem and the other unique issues that need to be considered by those running dynamic web sites. In addition, discover why dynamic sites needn't be a problem but a benefit when dealing with search engines.Moderator:Detlev Johnson, VP, Director of Consulting, Position TechnologiesSpeakers:Jake Baillie, Product Manager, TrueLocalMikkel deMib Svendsen, CTO, RedZoneGlobalLaura Thieme, President and Founder, Bizresearch

Advertising TrackPerfecting Paid ListingsIn this session, a look at a variety of tips and technique you can use to get more out of your paid listing campaigns. Learn how to improve a little more each day. Note that sessions specifically about the topics of writing ad copy and creating targeted landing pages are covered within the Advertising Track later this day.
Speakers:Tim Ash, President, Epic SkyMatt Van Wagner, President, Find Me FasterFrank Watson, Head Search Marketing, FXCM

Issues TrackAd Management: Do Humans Matter?As search becomes more complicated, having an ad management system to handle hundreds of listings and calculate conversions seems almost essential to anyone. But is it just a numbers game? Is search advertising now all about having the best technology or do humans still have a role to play. This session explores the issue.
Speakers:Sara Holoubek, Chief Strategy Officer, icrossing, Inc.Kevin Lee, Executive Chairman and Co-Founder, Did-it.comMichael Sack, Executive Vice President & Chief Technology Officer, InceptorJoshua Stylman, Managing Partner, Reprise MediaChris Zaharias, Vice President of Sales, Efficient Frontier

Advertising TrackCreating Compelling AdsGetting clicks on your paid listings can be a challenge. You need to compel the consumer to click through, yet your ad must also comply with editorial standards controlling what you can say and even the punctuation you can use. You also want the RIGHT type of click. Choose your words poorly, and the wrong audience will come, costing you money and offering no hope of conversion. This session looks at ways to get the right clicks. NOTE: The session is designed for those who are already familiar with how paid placement works. If you are new, be sure to have attended Buying Search Engine Advertising on Day 1.
Moderator:Andrew Goodman, Principal, Page Zero Media Inc.Speakers:Joe Agliozzo, CEO and Co-Founder, BetterPPCHarrison Magun, Vice President, Managing Director, Avenue A | Razorfish Search

News, PR & Blogs TrackMeet The Blog & Feed Search EnginesA chance to hear directly from representatives who operate major blog and feed (RSS/Atom) search engines about how they operate. Plenty of time to ask questions after short presentation.
Speakers:Mark Fletcher, Vice President and General Manager, BlogLines at Ask JeevesPeter Hirshberg, Technorati EVP of Sales and Marketing, TechnoratiGreg Linden, Founder and CEO, FindoryJim Pitkow, CEO, MoreoverScott Rafer, President and CEO, Feedster

12:45pm - 2:00pm

Networking Lunch - Birds of a Feather Seating AvailableBird Of A Feather Tables: Looking to meet those with common interests, such as people who work with non-profit sites, retailing sites, who are in the B2B space or those who run SEM firms? The Birds Of A Feather tables at the networking lunch offer an opportunity for this. Some tables are premarked with networking areas of interest. Just grab a seat, and you'll be among kindred spirits. Did we miss a topic? Sit at any unmarked table, then use the provided materials to set up your own birds of a feather area.

2:00pm - 3:30pm

Attendees may choose to attend one of the four sessions offered during this time.

Fundamentals TrackSuccessful Site ArchitectureLearn to successfully architect your site for search engines and how specific page elements and design technologies may impact your ability to gain good organic listings. Covers topics such as directory and file structure, server side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage, and much more. Toward the end of the session, volunteers from the audience will have their sites examined to see how changes could be made to their site architecture and design to increase search engine traffic, as time allows It's highly recommended for those new to search engine marketing to have previously attended the "Search Engine Friendly Design" session on Day 1.Moderator:Barbara C. Coll, CEO, WebMama.com Inc.Speakers:Keith Hogan, Director of Program Management, Search Technology, Ask JeevesRajat Mukherjee, Director of Product Management, Yahoo!Peter Norvig, Engineering Search Quality Director, Google Inc.Eytan Seidman, Program Manager, MSN SearchDerrick Wheeler, Director Search Optimization, Digital Impact, Inc.

Advertising TrackLanding Page Testing & TuningGetting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. NOTE: The session is designed for those who are already familiar with how paid placement works. If you are new, be sure to have attended Buying Search Engine Advertising on Day 1.Moderator:Allan Dick, General Manager, Vintage Tub & BathSpeakers:James Roche, Co-CEO, OffermaticaScott Miller, CEO, VertsterTim Ash, President, Site Tuners

News, PR & Blogs TrackPublic Relations & Reputation ManagementMany people rely on news search engines for information. Understanding how these operate is as vital to a PR campaign as understanding how to contact "real-world" reporters. In addition, how can you influence paid and unpaid listings to ensure the right message about your company is getting out, especially if others are employing them to hurt your image?
Speakers:Nan Dawkins, Partner, RedBoots ConsultingGreg Jarboe, President and Co-Founder, SEO-PRRob Key, President & CEO, Converseon

3:30pm - 4:00pm

Afternoon Refreshment Break

4:00pm - 5:30pm

Attendees may choose to attend one of the four sessions offered during this time.

Fundamentals TrackWriting For Search EnginesTo please search engines, you need to be using the keywords you want to be found for. However, you also need to write in a way that pleases human visitors. Learn how to do both, a winning combination that brings you visitors and converts them into
customers. Toward the end of the session, volunteers from the audience will have their sites reviewed to see how copy could be better crafted to please search engine ranking algorithms as well as human visitors, as time allows.
Speakers:Heather Lloyd-Martin, Director of Search Strategies, WebSourced, Inc.Jill Whalen, Owner, High Rankings

Issues TrackIndexing Summit 2: Redirects, Titles & DescriptionsIn this panel, we expect to gather a group of search engine representatives and explore proposals about how redirects should be handled and how titles and descriptions in search listings should be formed. As time allows, other issues may also be addressed. We'll explore what's feasible and potential problems. Come contribute!
Speakers:Rahul Lahiri, VP of Product Manangement, Search Technology, Ask Jeeves